'Er, hello? I'm having my picture taken here. Can you get out the shot?' Photo: Pepe Jeans

'Who's this guy? Maybe if i just put my foot up here I can kick his head out of shot...' Photo: Pepe Jeans

'Is that a taxi?' Photo: Pepe Jeans

Fashion is such a fickle mistress. Last season when the Pepe Jeans campaign starring Alexa Chung dropped, there was such brouhaha with glossies and bloggers falling over each other to get the first glimpse.

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Now that 'It's' no longer 'On' with London's favourite model turned TV presenter turned clothes horse, I can't help but dismiss her as mere furniture in the new autumn Pepe Jeans ad. To be fair to Alexa, this probably has less to do with her minor decline in celebrity stock than with my ongoing obsession with her latest campaign co-star, the extraordinarily pleasing Jon Kortajarena.

For anyone who didn't see Tom Ford's directorial debut A Single Man, Jon K as he's known in 'the business' is quite the show stealer with his
five-minute turn as Carlos
, a Spanish rentboy working his Mediterranean magic on Colin Firth. Evoking memories of James Dean circa Rebel Without A Cause - all crisp white t-shirt and turned-up jeans - he emerged as one to watch. And watch I have.

A Single Man didn't hurt his already successful modelling career either, with campaigns for H&M, Tom Ford and Guess? rapidly filling up his portfolio.

And now someone with a keen eye for emerging talent has snapped his loveliness up for a star turn for Pepe Jeans, where he wanders the streets of London with Alexa (and another poor soul who barely gets a look-in), looking far too fabulous to ever tread in dog mess or get harassed by hoodies.

It's more than possible Pepe thought Jon would provide the furniture for Alexa but somehow I just don't see it. In fact, I just don't see her.